The Diffusion of the Metaverse: How YouTube Influencers Shape Mass Adoption
Journal
California Management Review
Type
journal article
Date Issued
2024
Author(s)
Abstract
The metaverse, although yet to be fully realized, offers a compelling vision: a scalable and interoperable ecosystem of virtual worlds that can be simultaneously accessed by multiple users using continuous, user-generated, and embodied identities (i.e., avatars). Since the metaverse will likely achieve widespread user adoption once innovators and early adopters recognize its values, it must evolve in a direction that appeals to these groups. However, it remains unsure what aspects of the metaverse innovators perceive as opportunities and challenges when engaging with early adopters. This article describes the opinions of users who influence the metaverse’s mass adoption, clarifying their perception of what already works well, holds high potential, and presents challenges. By synthesizing and critically evaluating this information, the article offers guidance for the future development and use of the metaverse and provides insights concerning its diffusion in society.
Keywords
metaverse
adoption
value creation
innovation focused strategy
Volume
66
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tingelhoff-et-al-2024-the-diffusion-of-the-metaverse-how-youtube-influencers-shape-mass-adoption.pdf
Size
511.33 KB
Format
Adobe PDF
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